When I first started buying properties at a discount, I felt good about helping people. But I’ll be honest — part of me wondered what others might think. Why would anyone sell their home for less than it’s worth? It didn’t make sense at first.
That’s a common reaction. We often project our own beliefs onto others. But when it comes to motivated sellers, the truth is, money isn’t always their top priority.
Understanding the Ethical Win-Win
We’re not out to take advantage of people. Sadly, there are some out there who do. They’ll make low offers, drop prices last-minute, and exploit someone’s vulnerability. That’s not what ethical investing is about.
What we aim for is a genuine win-win. We help the seller find a solution that works for them, while we also benefit. It’s not charity — we’re investors — but it has to feel right for both sides.
The Power of Asking the Right Questions
The key is to stop making assumptions and start asking better questions. Sit down, have a real conversation, and find out what matters most to them.
Often, sellers just want speed and certainty. In the UK, one in three sales fall through. Deals drag on, buyers pull out, and stress piles up. For some, their property becomes a burden — a lead weight around their neck — and letting it go is a huge relief.
A Real Story of Helping Someone in Need
I remember the first property I bought at a big discount, back in 2006. The seller had fallen on hard times. He’d bought the house from the council, raised his daughter there, but got ill, lost his job, and fell behind on debt. By the time I met him, he had 30 days before eviction.
He didn’t care about getting top market value. He just wanted his debts cleared, to avoid repossession, and to stay in the home if possible. Back then, we could still do sale and rent back, and that’s what we agreed.
He got what he needed. I got a great deal. His wife still lives locally, and his daughter and grandchildren live in that same house today. It’s one of those rare situations where everyone truly wins.
Why People Sell at a Discount
Not everyone sells because of financial hardship. Some people inherit property they don’t want. Others fall in love, move in together, and no longer need two homes. Some are relocating or upsizing. One seller I helped had even won the lottery!
The point is, people have all sorts of reasons for needing a fast, hassle-free sale — and if you’re there with a solution, they’ll often accept a lower price in exchange for peace of mind.
Timing Is Everything
Sellers are usually working to a deadline, and motivation tends to increase as that deadline looms. I once got a tearful call from a woman I’d spoken to months before. She hadn’t responded back then, but now the bailiffs were due the next day. We managed to stop the repossession in time, and she was incredibly grateful.
Getting Comfortable With Doing Good Deals
At first, I did worry what others might say. Even my parents. But when I explained what I was doing — offering fair solutions to people in tough spots — my dad, who was a GP and all about service, said “I think that’s great.”
It’s important we don’t get greedy. If you push too hard, you might lose the deal later down the line. If a seller feels uneasy, they might pull out. But if you’ve helped them find a genuine solution, you’ll both walk away satisfied — and the deal is far more likely to go through smoothly.
Sometimes, The Best Deal Is No Deal
Occasionally, I meet people who think they need to sell, but actually don’t. I’ll suggest other options, even if it means I don’t buy their property. Some have later come back to me with referrals or even asked me to buy once they were truly ready.
Helping people without expecting anything in return has a way of coming back around. I really believe in putting good karma out into the world — and in business, just like in life, that energy tends to return to you many times over.
Let’s Keep It Ethical
When you meet a seller, be honest. Don’t promise things you might not be able to deliver. Say, “I might be able to help, I might not — but let’s talk and see.”
You don’t have to have 30 years’ experience. Just listen, ask good questions, and aim to understand their situation. You might be surprised how much value you can bring — even if you’re not buying the property.
Ethical investing is about solving problems. It’s about creating win-wins that feel good on both sides. And yes, it’s also about making money — but doing it the right way.
